Summer is upon us, which means once again women up and down the country are bombarded with adverts featuring silky legs, smooth underarms and bald-headed groins.
But contrary to popular belief, pubes do still grow in summer - which is why we're tipping our (sun) hat to Billie, the trailblazing razor brand that's celebrating body hair with a brand new campaign.
Riding on the success of "Project Body Hair" (the first time a female razor advert actually showed body hair), Billie is back with an equally uplifting campaign for summer 2019 that totally sticks it to the notion of being "beach body ready".
To coincide with one of America's most popular holidays - 4th July - Billie has once again teamed up with artist/director Ashley Artmitage to create "Red, White And You Do You", an ad full of diverse models, some with and others without body hair.
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In the video, women lounge around at the seaside and pool, which all seems like pretty standard summer frolicking. What's different about Billie's ad, however, is that you'll notice tufts of pubic hair peeking out from the women's swimsuits.
The aim? To remind women that it's their right to choose whether they rock up to the beach waxed or with a full bush, because either is beautiful and imagery showing body hair shouldn't be few and far between.
Billie has noticed that "There's a serious lack of female body hair on the internet. Search 'woman' in any image gallery and you'll be scrolling for a while before finding a single strand. We're here to change that."
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The brand's motto? Bushy, bare, or anything in between.
Billie also notes that "For decades, women have been made to feel like they need to remove every last strand of hair before putting on a bathing suit."
We'll be cancelling that wax, then.
Featured Image Credit: Billie